Nassau, Bahamas - Building on the momentum of 6.2 million visitors to our
shores in 2013, the Ministry of Tourism recently reported double digit growth
in stopover arrivals, a measurable spike hotel room occupancy levels and rates for
January 2015. At 74,000 visitors, this represented a 13% increase over the same
period in 2014, a 7% hike in hotel occupancy levels and an average room rate
increase of 11%.
Minister of Tourism, Hon. Wilchcombe believes this
performance means that the country is on the right track as far as tourism is
concerned and is the result of his ministry’s comprehensive and multi-tiered
marketing strategy covering the full tourism gambit from sports and culture to co-branding,
major groups and romance tourism.
“I
believe we are on the right track, we have a good team that’s working; the
co-branding is working…the sporting events in particular are working, so we are
on the right track and I feel quite comfortable” said Mr. Wilchcombe. Getting
more specific about his ministry’s marketing strategy, the Minister listed the
Tiger Woods Heroes Championship golfing event, “the big event that will end the
year” said the Minister that he expects “thousands of people to come for.” Speaking
of group events, delegates from some forty-three countries that make up the Confederation
of North, Central American and Caribbean Association Football (CONCACAF) will
meet here in April. These were just some of the major events mentioned by the
Minister in addition to basketball, football and group events planned for 2015.
Given the economic challenges of Grand Bahama, Mr.
Wilchcombe was particularly encouraged by the work of the Grand Bahama marketing
team and the expansion in the active room inventory on that island as a result
of increased demand.
“We have individuals like Stephen Hunter who is helping (with)
the recovery in Grand Bahama” said the Minister “so much so in Grand Bahama that
they have had to open an additional one hundred rooms over at the Grand Lucayan
from the place that has been closed for a while – the Lighthouse – and they
have had to open one hundred rooms because of the large numbers and the record
breaking numbers in Grand Bahama.”
Confirming that from our current tourism performance and
“from all of the surveys we’ve seen” that The Bahamas is one of the preferred
warm weather destinations in the Caribbean, the Minister turned his attention
to the all important topic of service in order to maintain our competitive
edge. In doing so he reiterated the government’s familiar theme that tourism is
everybody’s business.
“What we have to do now as Bahamians is to understand
that we have to deliver the service.” He continued that we as Bahamians must
show our visiting guests “how unique it is to be in The Bahamas because you
lose your competitive edge when your quality is not there. So far so good – in
fact I have received some wonderful notes about some taxi drivers – I’m very
proud of that, but at the same time, matters that come up from time to time we
can resolve in different ways as opposed to involving the tourists in what we
are trying to settle.”
“But it’s not just one area, it’s all the areas” said
the Minister. “it’s (the) groups, it’s sporting events, it’s the weddings – all
these components make it work.”
For all of our hard
work in turning our tourism product around, Minister Wilchcombe proudly
announced that The Bahamas was nominated for nine prestigious World Tourism awards.